PENGARUH CELEBRITY ENDORSEMENT PERCEIVED TERHADAP PURCHASE INTENTION DIMEDIASI BRAND IMAGE PADA TAVI

Sharfina Fildzah Alifah, . (2025) PENGARUH CELEBRITY ENDORSEMENT PERCEIVED TERHADAP PURCHASE INTENTION DIMEDIASI BRAND IMAGE PADA TAVI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the effect of three dimensions of celebrity endorsement on purchase intention, with brand image as a mediating variable, for the beauty brand Tavi. The research employs a quantitative approach, using a survey method involving 162 respondents. The sampling was conducted using non-probability purposive sampling. The data used are primary data, collected through questionnaires distributed via Google Form. Data analysis was performed using descriptive and inferential methods, applying Structural Equation Modeling – Partial Least Squares (SEM-PLS) with SmartPLS 4.0.The results indicate that the attractiveness dimension has a significant effect on purchase intention, whereas trustworthiness and expertise do not have a significant direct effect on purchase intention. Brand image is shown to have a significant direct effect on purchase intention. Regarding mediation, brand image does not significantly mediate the relationship between attractiveness and purchase intention, but it significantly mediates the relationships between trustworthiness and expertise and purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111201] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Risty Rahma Dafina] [Ketua Penguji: Anastasia Bernadin Dwi Mardiatmi]
Uncontrolled Keywords: Attractiveness, Brand Image, Celebrity Endorsement Perceived, Expertise, Purchase Intention, Trustworthiness
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: SHARFINA FILDZAH ALIFAH
Date Deposited: 25 Mar 2026 07:44
Last Modified: 25 Mar 2026 07:44
URI: http://repository.upnvj.ac.id/id/eprint/41435

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